The Way It Was""Mercedes had a bit of a stodgy brand perception in Canada.""The C-Class was intended to offer a new generation of consumers areasonably-priced, yet completely desirable entry into the Mercedes-Benzfamily.""In summer, 2001, the C-Coupe was introduced to a younger, more hipaudience Mercedes wanted to target."""
The Problems We Faced"Stiff competition in the sport coupe category, with established players like BMWdominating mind share of our intended youthful, performance-driven audience.""Stigma and perception around the Mercedes brand as relevant only to older, moreestablished, more predictable consumers.""Our target audience audience would never think of setting a foot in a Mercedes-Benz dealership."
The Insights We Uncovered"""The youthful, energetic audience we were coveting needed to feel invited to explorethe Mercedes brand and the C Coupe.""Connecting our target in unexpected, un-Mercedes places was key to demonstratingan authentic and believable change within the brand."""
The Action We Took"We used an unexpected tone for Mercedes, designed to intrigue a new kind of customer.""A media onslaught was planned to grab attention of hip, trendy, urban consumers in theirown environment.""This activity was anchored by an aggressive Cinema advertising campaign.""An under the radar initiative was developed to coincide with the Toronto InternationalFilm Festival. "
The Results We Got"Mercedes had seen a marked increase in showroom trafﬁc among younger consumers. ""In addition, the campaign drew a great deal of press around Mercedes effort to appeal to ayounger audience.""Most importantly, the C-Coupe was sold out in Canada until spring 2002. ""Rejuvenated the brand and made it accessible to a younger and more hip audience.""
Objectives" Generate awareness for the MINI""" Establish brand platform and personality of the car" "" Sell cars 2,700 cars ""
Strategy""Tease and entice the consumer.""Proﬁle the emotional & rational sides of the car."Translation - don t underestimate the MINI."What you get = power, handling, design & quality."What you feel = worldly, smart, hip.""""
Brand !Positioning!Personality: " "Mischievous! ! !Gutsy! ! !Fun! The Mini is the little car that can. It is ballsy with lots of attitude and full of unexpected surprises. The bad boy on the road, that is unexpected, unconventional and likes to break the rules and gets away with it because of its performance and heritage. It is always looking for kicks and likes to stand out in the crowd."Promise: " "Concentrated Power" The Mini is small but potent. It is a ﬁrecracker or a hot tamale that packs a surprising punch."
Media Vehicles"" "" Media Mix" TV Lifestyle Magazine Outdoor Brandshaper Radio National National/Regional/City Urban Innovative Local Big Image Builder Highly targeted environment Street Level Attention getting targeted Highest Reach High Reach Matched to lifestyle (Cage, MINIonthewall, Airport) cost effecient/frequency Role of Media TV Lifestyle Magazine Outdoor Brandshaper Radio Air Cover #2 influencer In your face Very targeted Very targeted Image & Impact Copy potential Where the target is matches brand High Frequency #1 influencer Targeted environment Good Summer Medium picque interest Drive offer/value
Results"" Sales of the MINI Cooper reached new heights in June 2003.""High awareness - 63.1% had heard of the MINI.""Brand personality established (unique 80%).""" "
Results"2003:"Obie Award - Billboards "Obie Award - Print Campaign"Advertising Design Club of Canada - TV, Radio and Print""2002: "Advertising Design Club of Canada - Transit shelter"Applied Arts - TV spot Anthem"Applied Arts - Advertising/ Promotion"Applied Arts - Billboard"Applied Arts - Newspaper"Applied Arts - 0ut-of-Home"Bessies - TV Spot Anthem"Communication Arts - Sales Promotion Build your own MINI "Award Show"Extra Awards - Auto Dealer " Speeding Ticket """